CARE: She Leads the World

About This Project

Summary

CARE and acclaimed photographer Nigel Barker’s International Women’s Day campaign, #SheLeadsTheWorld, was a multi-day engagement campaign sponsored by P&G that drove action for women’s equality around the world. The campaign celebrated the incredible leadership of women through stunning portraits and videos of women leaders. The campaign featured multiple events online and in the streets, from a gallery exhibit in NYC to a day of advocacy in DC.

Goals & Objectives

#SheLeadsTheWorld was designed to increase awareness of International Women’s Day by calling on diverse communities around the world – from celebrities influencers to high school kids -- to share powerful images and stories women who inspire them with the hashtag #SheLeadsTheWorld.

Results & Impact

#SheLeadstheWorld generated 184 million media impressions, engaged support from nearly 30 celebrities, & saw 35 media placements—once again securing #1 share of voice for CARE during IWD. We activated 50 probono partners, including a World Trade Center Lighting Ceremony featuring Nigel's photography